Reading Apple teaches me a lot about copywriting.
If something is ambiguous, you are allowed to say whatever you want.
That article was beautiful like a Donald Trump speech. Propaganda, but it was fun and exciting.
If something is ambiguous, you are allowed to say whatever you want.
That article was beautiful like a Donald Trump speech. Propaganda, but it was fun and exciting.
> Dedicated to the best store experience for everyone.
What a fun happy sentence. What does it mean?
"Dedicated" - By who, to who? The assumption is Apple is dedicated to the user, but likely the inverse is the truth, and the goal. Dependence might be a better word.
"Best" - By what metric? The reader assumption is 'most user friendly'. The truth is closer to "spend the most money”.
"Experience" - Perhaps most overused word in millennial marketing. It makes you think of a travel adventure, something noble. The truth of this word is connected to “best”. The experience is one of consumption.
"Everyone" - Who is "everyone"? The reader assumption is one of inclusion. The reality, of course, is “those who have a compatible Apple device”.
So, a little truth reframe:
Driving our users to spend more money.
That is, throwing out the headline and replacing it with your perception of what Apple is.